AUTOMOTIVE ADVERTISING & MARKETING

Hyundai of Beckley

Hyundai of Beckley Signs with JKR Advertising

JKRAdvertising / Auto Dealer Client News, Car Dealer News /

February 25, 2014

The latest addition to the JKR Automotive Advertising client family is Hyundai of Beckley (WV), as they have made JKR Automotive Advertising their advertising agency of record. The recent signing of their sister dealership Hometown Kia in nearby Mount Hope, WV – and their subsequent rise to No. 1 in their region – proved to be a major catalyst for this new union between Hyundai of Beckley and JKR.

Hyundai of Beckley Ad Campaign

“We are very pleased that Hyundai of Beckley has chosen us as their advertising agency,” said Steve Lorenzo, JKR Partner who specializes in both Hyundai and Kia. “They watched as their sister dealership grew significantly in a short period of time, and they are ready to do the same thing. Now it’s time to roll up our sleeves, get to work, and make it happen for Hyundai of Beckley.”

Lorenzo, who is handling both accounts, has ordered an aggressive Broadcast TV campaign for Hyundai of Beckley. The JKR creative staff has already begun producing effective automotive TV commercials that will motivate the Beckley-area viewing audience to buy cars. Meanwhile, the JKR media buying team is negotiating the best rates in the market.

About Hyundai of Beckley

The Hyundai of Beckley philosophy is a simple one, to meet and exceed their customers’ expectations. Their well-earned reputation in the Beckley community has been made one customer at a time. Their experienced Hyundai sales consultants and factory-trained Hyundai service technicians make shopping at Hyundai of Beckley a fun, pressure-free experience.

Meanwhile, their finance department works with numerous lending institutions to assist any customer with his or her own unique credit needs.

Among the unique features of their Web site (www.hyundaiofbeckley.com) are online sales and service specials, a lease versus buy comparison chart and a “Vehicles Under $15,000” section. Customers can also schedule service appointments, apply for online financing and get a quote on the new or pre-owned vehicle that piques their interest.

Hyundai of Beckley is located at 3921 Robert C Byrd Drive in Beckley, ideally situated to serve those in Beckley and surrounding areas.

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Post-Pandemic Dealer Gross Profits are Down – But They Don’t Have to Stay There!
March 13, 2024
It is no secret that dealer gross profits per vehicle are down sharply in the post-COVID automotive world. According to a recent article in Automotive News, gross profits of the six largest publicly traded dealership groups plunged significantly from Q4 2022 to Q4 2023. One of them was actually down 35% per vehicle!

The article explains: High interest rates, more expensive vehicles and a steadier post-pandemic supply chain continue to soften demand and bring it closer to pre-pandemic levels. Still, new-car buying has remained strong overall …

This means that, while sales volume is similar, overall bottom lines are lower for many dealers due to the reduced gross profits. What about your dealership?

Being Realistic
It’s time to turn the page! The time for dealers to simply be order takers for people willing to pay MSRP for a vehicle (and in some cases more) has passed and dealers have to work hard once again to achieve acceptable gross profits.

Selling a high volume of cars doesn’t control gross profits, no matter how much you wish this was the case. Correct processes and menu pricing – and strict adherence to them – do!

What kind of processes?
∙ Slow down the transaction! Your sales staff has to once again sell the customer on the features and benefits of every new and pre-owned vehicle on your lot.

∙ Your salespeople and managers should devalue the customers’ trade-in value (politely, of course) as much as possible. After all, if the customer expects you to lower your price, shouldn’t you be able to do the same on their trade? Remember, you’ll have to fix it up, put your name on it and resell it to someone else with all the tenacity you would a brand-new car. So make sure you buy it right … because the profit is made when you buy it, not when you sell it!

∙ To that end, management should be ready and willing to leave the desk and do thorough walk-arounds on each trade to ensure the best outcome for the dealership.

The Cure for Low Gross Profits
If you are like a lot of dealers these days, you could use some good news. Here it is: while you may not have the capability to achieve profit margins similar to those you enjoyed during the pandemic, they could likely be improved. JKR’s clients enjoy the benefit of attracting not only more customers, but better ones, too!

If meeting and exceeding your sales goals (and increasing gross profits at the same time) sounds great to you, you need to call us. Don’t settle for reduced gross profits when help is out there to get you closer to where you’d like to be.

Want to know how we do it? Reach out to Senior Partner Richard Brauns (407) 701-4233 or Partner/Vice President Jon Albert (407) 718-2494 today.

JKR Automotive Advertising: We Move Cars.

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